Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions. / <p>Appendix 3 is in a separate file.</p>

This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.

The goal of the thesis "Proposal of Communication Mix of the Selected Company" is to propose concrete measures to improve the communication mix based on the analysis of the current state of the company. The study is divided into theoretical, analytical, and the proposition part. The theoretical part serves as the basis for analytical and proposition parts. It discusses tools of marketing communication mix in the context of the entire marketing. The practical part analyzes the selected company and its communication mix. The proposition part is based on the analysis and it further describes a plan to improve the current state of marketing communication tools.

This thesis deals with the analysis of the pricing environment of the OOH advertising media market in the Czech Republic. The theoretical part introduces the concept of marketing communication, but also touches upon advertising as such, including a description of different types of traditional mass media and their role in society. Furthermore, this thesis focuses on a specific communication channel - outdoor advertising. It presents its history, development, planning process and trends. The thesis describes the different types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this media type. Nevertheless, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical part of the thesis in parallel with the offer of the contacted media agencies. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the...

Master´s thesis is focused on evaluation of current marketing mix and its possible improvements of company Vinařství U Kapličky. Goal of the thesis is increase sales of this company. Thesis is separated into four parts. Theoretical part is focused on theoretic assumptions, which relates to marketing mix issues. Analytical part is comparing gathered information from theoretical part with current company’s situation. Suggesting part describes specific suggestions for improvements, which were, based on analytical part, evaluated as problematic. Last part deals with economical evaluation and benefits of suggested measures.

This thesis analyses the pricing environment of the OOH advertising media market in the Czech Republic. In the theoretical part, it introduces the concept of marketing and marketing communication, but also touches upon advertising as such and its role in society, which is in many cases controversial. Furthermore, this thesis focuses on a specific communication channel, namely outdoor advertising. It presents its history, development and current trends. It describes the various types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this medium. Even so, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical section in parallel with the offer of the media agencies contacted. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the advertising demand of advertisers. The author focuses on the main and...

This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.

Made available in DSpace on 2016-08-03T12:20:36Z (GMT). No. of bitstreams: 1 Tese - Mario Rene Schweriner.pdf: 1860815 bytes, checksum: 975dc1b7d47c23bb610c6facf206fd44 (MD5) Previous issue date: 2008-03-03 / This thesis has the purpose to prove that, in the consumer society, consumerist individuals transcend their functional relation toward merchandises, trying to obtain, through prestige brands, a spiritual dimension that replaces or complement the traditional religious experiences, and that is fetished. Consumerism is a superlative of purchases, belongings and use, a dependence of non essential goods (superfluous) to satisfy endless desires. It is impossible to satisfy endless desires: therefore the expression transcendental goal of consumption, beyond the capacity to be achieved. The transcendental dimension of consumption, through the symbolism of merchandises potencialized by the prestige brands, give enchantment and sense to the individual, and fulfills the territory that belonged to the family, Church and community. The subject tries to obtain, with the brand-fetished merchandise, a satisfaction of his mimetic desire, and/or compensate absent or fragile values, which is strengthened by advertising. The ultimate meaning of life of materialistic individuals produces immediate effects which are positive for them as well for the economy, but in the future potentially negative for the planet, for the society, as well as for the individuals. / Esta tese objetiva comprovar que, na sociedade de consumo, indivíduos consumistas transcendem sua relação funcional com as mercadorias, buscando nas marcas de prestígio uma dimensão espiritual, que substitui ou complementa as experiências religiosas tradicionais, e que se revela fetichizada. O consumismo é superlativo de compras, posses e uso, uma dependência de bens não essenciais (supérfluos) para atender aos desejos sem fim. É impossível satisfazer a desejos sem fim: daí a expressão meta transcendental do consumo, posicionada além do alcance e da capacidade de atingi-la. A dimensão transcendente do consumo, por meio do simbolismo das mercadorias potencializado pelas marcas de prestígio, propicia encantamento e sentido ao indivíduo, e se presta a preencher o espaço outrora ocupado pela família, Igreja e comunidade. O sujeito busca, na mercadoria fetichizada pela marca, satisfazer seu desejo mimético, e/ou compensar valores frágeis ou ausentes, o que é reforçado pela propaganda. O sentido último da vida dos indivíduos materialistas produz efeitos imediatos que são positivos para eles e para a economia, mas potencialmente negativos mais à frente para o planeta, para sociedade e para os indivíduos.

The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.

Master’s thesis deals with the proposal of communication mix for start-up company. This strategy is based on theoretical knowledge of international marketing, marketing communications as well as the analysis from the study of external and internal factors of the company.